Identifying and rendering content relevant to a user&#39;s current mental state and context

ABSTRACT

Systems and methods are provided for identifying and rendering content relevant to a user&#39;s current mental state and context. In an aspect, a system includes a state component that determines a state of a user during a current session of the user with the media system based on navigation of the media system by the user during the current session, media items provided by the media system that are played for watching by the user during the current session, and a manner via which the user interacts with or reacts to the played media items. In an aspect, the state of the user includes a mood of the user. A selection component then selects a media item provided by the media provider based on the state of the user, and a rendering component effectuates rendering of the media item to the user during the current session.

TECHNICAL FIELD

This application generally relates to systems and methods foridentifying and rendering content relevant to a user's current mentalstate and context.

BACKGROUND

Various content providers and advertisers often determine content tosuggest to a user or advertisements to show to the user during a currentsession with the content provider based on historical analysis of theuser's previous history with the content provider and/or other contentproviders. For example, when browsing the Internet, some advertisementsystems will present the user with advertisements for content the userviewed/accessed in a previous browsing session or content similar towhat they viewed or accessed in a previous session. These advertisementsystems generally analyze various signals from the user's previousbrowsing sessions before the user begins a future browsing session todetermine advertisement content to show the user in the user's futurebrowsing session. However this advertisement content may not be relevantto the when the user begins the future browsing session for a variety ofreasons.

BRIEF DESCRIPTION OF THE DRAWINGS

Numerous aspects, embodiments, objects and advantages of the presentinvention will be apparent upon consideration of the following detaileddescription, taken in conjunction with the accompanying drawings, inwhich like reference characters refer to like parts throughout, and inwhich:

FIG. 1 illustrates an example system for identifying content relevant toa user's current mental state and context in accordance with variousaspects and embodiments described herein;

FIG. 2 presents an example system for identifying and rendering contentrelevant to a user's current mental state and context in accordance withvarious aspects and embodiments described herein;

FIG. 3 presents another example system for identifying and renderingcontent relevant to a user's current mental state and context inaccordance with various aspects and embodiments described herein;

FIG. 4 presents another example system for identifying and renderingcontent relevant to a user's current mental state and context inaccordance with various aspects and embodiments described herein;

FIG. 5 presents another example system for identifying and renderingcontent relevant to a user's current mental state and context inaccordance with various aspects and embodiments described herein;

FIG. 6 illustrates an example flow diagram of an example method foridentifying and rendering content relevant to a user's current mentalstate and context in accordance with various aspects and embodimentsdescribed herein;

FIG. 7 illustrates another example flow diagram of an example method foridentifying and rendering content relevant to a user's current mentalstate and context in accordance with various aspects and embodimentsdescribed herein;

FIG. 8 illustrates another example flow diagram of an example method foridentifying and rendering content relevant to a user's current mentalstate and context in accordance with various aspects and embodimentsdescribed herein;

FIG. 9 is a schematic block diagram illustrating a suitable operatingenvironment in accordance with various aspects and embodiments.

FIG. 10 is a schematic block diagram of a sample-computing environmentin accordance with various aspects and embodiments.

DETAILED DESCRIPTION

The innovation is described with reference to the drawings, wherein likereference numerals are used to refer to like elements throughout. In thefollowing description, for purposes of explanation, numerous specificdetails are set forth in order to provide a thorough understanding ofthis innovation. It may be evident, however, that the innovation can bepracticed without these specific details. In other instances, well-knownstructures and components are shown in block diagram form in order tofacilitate describing the innovation.

By way of introduction, the subject disclosure relates to dynamicallydetermining or inferring content, provided by a content provider (e.g.,via a network based platform such as a website or mobile application),that a user will be most receptive to at any given point during acurrent interaction session with the content provider based on thecontext and state of the user during the current session. Variouscontent providers and advertisers often determine content to suggest toa user or advertisements to show to the user during a current sessionwith the content provider based on historical analysis of the user'sprevious history with the content provider and/or other contentproviders. For example, when browsing the Internet, some advertisementsystems will present the user with advertisements for content theyviewed/accessed in a previous session or content similar to what theyviewed or accessed in a previous session.

However, this content may not be relevant to the user during the currentsession for a variety of reasons. For example, during a current session,a user may not be shopping online as the user was in a prior session butresearching a technical subject for a work project. Accordingly, showingcontent to the user during the current session that includesadvertisements for products previously viewed by the user will mostlikely disturb and distract the user. Similarly, where the userpreviously accessed content related to a technical subject for a workassignment and the user is now relaxing in the evening and browsing theInternet for entertainment and leisure based content, suggesting contentto the user related to the technical work subject at this time willlikely annoy the user and the user will likely discard the content.

In view of the above noted drawbacks with existing techniques foridentifying content to suggest or target to users, the subjectdisclosure employs a variety to signals received or extracted during auser's current session with a content provider to determine or infer acontext of the current session and the user's mental state during thecurrent session. These signals are then used to identify content thatthe user will be most receptive to at any given point during the currentsession. In particular, user research has shown that users are indifferent ‘modes’ according to various dynamic factors such as time ofday, what device they are on, what brought them to a particular aparticular content provider's website/application, where the user islocated (e.g., home vs. work), how much time the user has available tointeract with the website/application, what the user is doing inassociation with access of the website/application (e.g., at a party, atwork, at home relaxing, riding as a passenger on a long road trip,etc.), who the user is with, etc. In addition, depending on the type ofcontent provided by the content provider, the user's state of mind canalso influence characteristics of content that the user will be mostreceptive to during a current session. For example, media content (e.g.,images, video, music, etc.) can evict various user emotions. When auser's current frame of mind or mood can be discerned, media content canbe identified and provided to the user the reflects or effects theuser's mood. Accordingly, systems and mechanisms are provided that willtake into account various factors related to a user's mental state andcontext during a current session of the user with a content provider todetermine or infer a particular content item to render to the userduring the current session.

In an exemplary embodiment, the disclosed techniques are specificallytailored to determine or infer media content that a user will be mostreceptive to engage with during a current session with a streaming mediaprovider that offers a wide array of different media content of varioustypes and durations for access by the user. The specific media itemsthat a user selects to view or listen to and the manner in which theuser engages with media items selected by the user or pushed to the usercan provide a strong indication of a user's mental state. For example,when a user is accessing and/or searching for short clips of funnyvideos, it can be inferred that the user is in a joyful, leisurely stateof mind. This information coupled with information related to thecontext of the current session can provide even greater insight into theuser's state of mind. For example, the determination that the user is ina joyful and leisurely state of mind can be held with greater confidencewhen it is also determined that the user is at a party sharing thevideos with friends. In addition the specific content of the funnyvideos (e.g., the plot, the characters, the script, the setting, etc.)can give an indication of the type of humor the user enjoys during thecurrent session.

In another example, when a user is searching for videos related toinformation on a specific technical subject, it can be determined thatthe user's frame mind is focused, diligent, serious, etc. The user'sframe of mind can further be discerned depending on the time of day,location of the user, the user's profession and the specific technicalsubject searched. For example, the user's intentions and concerns mayvary if the technical subject is related to work aspects or personalaspects. Further, the user's navigational tactics can indicate theuser's intention of the current session and the user's state of mindregarding fulfilling the intention. For instance, when a user selectsvideos related to a specific keyword search, watches a few seconds ofsome of the videos in the query result, then quickly dismisses therespective videos and modifies the keyword search, it can be determinedthat the user is frustrated, in a hurry, and honed in on a very specifictask related to understanding the technical subject.

Based on various determined or inferred features related to a user'scurrent mental state and context during a session with the streamingmedia provider, media content provided by the streaming media can beidentified and rendered to the user that is relevant to the currentuser's mental state and context. In an aspect, this media content caninclude advertisements (e.g., video advertisements or staticadvertisements). For example, a video advertisement having a specificcontent type and duration can be identified based on characteristics ofthe user's mental state and context during a current session of the userwith the media provider and rendered to the user during the currentsession at a point during the current session when the user will be mostreceptive to it. In another aspect, the media content identified forprovision to the user can include a trailer for another video or channeloffered by the media provider. Still in yet another aspect, the mediacontent can include other videos, playlists and channels provided by themedia provider and suggested to the user in a recommendation list forviewing during the current session.

In one or more aspects, a system is provided that includes a statecomponent configured to determine a state of a user during a currentsession of the user with the media system based on at least one of:navigation of the media system by the user during the current session,media items provided by the media system that are played for watching bythe user during the current session, or a manner via which the userinteracts with or reacts to the played media items, wherein the state ofthe user includes a mood of the user. The system further includes aselection component configured to select a media item provided by themedia provider based on the state of the user, and a rendering componentconfigured to effectuate rendering of the media item to the user duringthe current session.

In another aspect, a method is disclosed that includes using a processorto execute computer executable instructions stored in a memory toperform various acts. These acts can include: determining user stateattributes associated with a user's current state of mind during acurrent session of the user with a streaming media provider based on atleast one of: navigation of the streaming media provider by the userduring the current session, media items provided by the streaming mediaprovider that are played during the current session, or a manner viawhich the user interacts with or reacts to the played media items,wherein the state of the user includes a mood of the user; selecting amedia item provided by the streaming media provider based on the userstate attributes; and rendering the media item to the user during thecurrent session

Further provided is a tangible computer-readable storage mediumcomprising computer-readable instructions that, in response toexecution, cause a computing system to perform various operations. Theseoperations include determining mood attributes associated with a user'scurrent mood during a session of the user with a streaming mediaprovider and determining context attributes associated with a currentcontext of the session based on at least one of: navigation of thestreaming media provider by the user during the current session, mediaitems provided by the streaming media provider that are played duringthe current session, or an environment of the user. The operationsfurther include, selecting a media item provided by the streaming mediaprovider based on the mood attributes and the context attributes, andrendering the media item to the user during the session.

Referring now to the drawings, with reference initially to FIG. 1,presented is diagram of an example system 100 for identifying andrendering content relevant to a user's current mental state and contextin accordance with various aspects and embodiments described herein.Aspects of systems, apparatuses or processes explained in thisdisclosure can constitute machine-executable components embodied withinmachine(s), e.g., embodied in one or more computer readable ediums (ormedia) associated with one or more machines. Such components, whenexecuted by the one or more machines, e.g., computer(s), computingdevice(s), virtual machine(s), etc. can cause the machine(s) to performthe operations described.

System 100 includes at least a content provider 102 and a client device122 wherein the content provider is configured to provide content to auser of the client device 122 via one or more networks 120 using anetwork based platform (e.g., a website or mobile application). Thecontent provider 102 can include dynamic content selection platform 104to determine or infer characteristics of a user's current mental stateand context during a session of the user with the content provider andto identify other content (e.g., an advertisement, a suggested contentitem, etc.) that is relevant to the user's current mental state andcontext. The dynamic content selection platform 104 can then facilitaterendering of the identified other content to the user by the contentprovider 102 during the current session. For example, when the othercontent is an advertisement, dynamic content selection platform 104 candirect content provider 102 to provide the advertisement to the userduring the user's current session.

In various aspects, system 100 can also include external sources 128,other client devices 130 and auxiliary input devices 132. Dynamiccontent selection platform 104 and/or content provider 102 can includememory 116 for storing computer executable components and instructionsand processor 114 to facilitate operation of the instructions (e.g.,computer executable components and instructions) by the dynamic contentselection platform 104. Similarly, client device 122 can include memoryfor storing computer executable components and instructions and aprocessor to facilitate operation of the instructions (not shown).

The various components and devices of system 100 can be connected eitherdirectly or via one or more networks 120. Such networks can includewired and wireless networks, including but not limited to, a cellularnetwork, a wide area network (WAD, e.g., the Internet), a local areanetwork (LAN), or a personal area network (PAN). For example, clientdevice 122 can communicate with content provider 102 (and vice versa)using virtually any desired wired or wireless technology, including, forexample, cellular, WAN, wireless fidelity (Wi-Fi), Wi-Max, WLAN, andetc. In an aspect, one or more components of system 100 are configuredto interact via disparate networks. In addition, although dynamiccontent selection platform 104 is depicted as being internal to contentprovider 102, one or more aspects of dynamic content selection platform104 can be provided locally at client device 122. For example, contentprovider 102 can include an application service provider and clientdevice 122 can employ a thin client application to interact with andreceive various content and services provided by the content provider.The thin client application provided on the client device 122 caninclude one or more components (e.g., reception component 106, statecomponent 108, context component 112, etc.) of dynamic content selectionplatform 104.

Content provider 102 can include an entity configured to provide contentand/or services to a user at a client device (e.g., client device 120)via a network (e.g., the Internet). For example, content provider 102can include a website or application service provider configured toprovide videos, pictures, articles, blogs, messages, services, etc. orother types of content items to client devices via a network. Accordingto this example, the content provided by the website or application canbe configured for downloading, streaming or merely viewing at a clientdevice 122 via the network. In another example, content provider 102 caninclude a information store that provides access to data included in theinformation store via a network. In another example, content provider102 can include an online merchant that provides goods and services.

As used herein, the term content item refers to any suitable data objectthat can be accessed or otherwise shared via a network and includes butis not limited to: documents, articles, messages, webpages, programs,applications, data object and media items. The term media item or mediacontent can include but is not limited to: video, live video,animations, video advertisements, music, music videos, sound files,pictures, and thumbnails. In an aspect, an owner of a media item isreferred to herein as a content creator to indicate that the media itemwas created by the content creator (i.e., the content creator holdscopyright authority to the media item). In some aspects, the term mediaitem or media content refers to a collection of media items, such as aplaylist or channel including several videos or songs.

A channel can include data content available from a common source ordata content having a common topic or theme. A channel can be associatedwith a curator who can perform management actions on the channel.Management actions can include, for example, adding media items to thechannel, removing media items from the channel, defining subscriptionrequirements for the channel, defining presentation attributes forchannel content, defining access attributes for channel content, etc. Inan aspect, this curator constitutes the channel owner or channel creatorand the channel itself can be considered a content or media item ownedor created by the channel owner.

In an aspect, channel content can include digital content uploaded to anInternet-based content platform that hosts the channel (e.g., contentprovider 102) by the channel curator and/or digital content selected bythe channel curator from other content available on the Internet-basedcontent platform. A channel curator can include a professional contentprovider (e.g., a professional content creator, a professional contentdistributor, a content rental service, a television (TV) service, etc.)or an amateur individual. Channel content can include professionalcontent (e.g., movie clips, TV clips, music videos, educational videos)and/or amateur content (e.g., video blogging, short original videos,etc.). Users, other than the curator of the channel, can subscribe toone or more channels in which they are interested. Users in addition tothe channel curator can access content provided by a channel.

In an exemplary embodiment, content provider 102 includes a streamingmedia provider configured to provide streaming media and relatedservices to client devices over a network. For example, content provider102 can include a media provider that has access to a voluminousquantity (and potentially an inexhaustible number) of shared media(e.g., video and/or audio) files. The media provider can further streamthese media files to one or more users at respective client devices(e.g., clients 122) of the one or more users over a network. The mediacan be stored in memory associated with the media provider (e.g., memory116) and/or at various servers and caches employed by media provider andaccessed by client devices using a networked platform (e.g., a websiteplatform, a mobile application) employed by the media provider.

For example, the media provider can provide and present media content toa user via a website that can be accessed by a client device using abrowser. In another example, the media provider can provide and presentmedia to a user via a mobile/cellular application provided on a clientdevice (e.g., where the client device is a smartphone or the like).Client device 122 can include presentation component 124 to generate auser interface (e.g., a graphical user interface or virtual interface)that displays media content provided by the media provider to a user ofthe client device. In an aspect, presentation component 124 can includean application (e.g., a web browser) for retrieving, presenting andtraversing information resources on the World Wide Web. For example, themedia provider can provide and/or present media content to a clientdevice 122 via a website that can be accessed using a browser of theclient device 122. In another example, the media provider can provideand/or present media content to a client device 122 via a mobileapplication platform. According to this application, presentationcomponent 124 can employ a client application version of the mediaprovider that that can access the cellular application platform of themedia provider. In an aspect, the media content can be presented and/orplayed at client device 122 using a video player associated with themedia provider and/or the client device 122.

Client device 122 can include any suitable computing device associatedwith a user and configured to interact with content provider 102 via anetwork. For example, client device 122 can include a desktop computer,a laptop computer, a television, an Internet enabled television, amobile phone, a smartphone, a tablet personal computer (PC), a personaldigital assistant PDA, or a wearable device. As used in this disclosure,the terms “content consumer” or “user” refer to a person, entity,system, or combination thereof that employs system 100 (or additionalsystems described in this disclosure) using a client device 122.

The various features of dynamic content selection platform 104 areexemplified herein wherein content provider 102 includes a streamingmedia provider (as described herein). Accordingly, dynamic contributionplatform 104 is discussed in association with determining or inferring,in real-time or substantially real time, media content (e.g., mediaadvertisement, video trailers, channel trailers, other videos providedby the media provider etc.) that is relevant to a user during the user'scurrent session with the media provider. However, it should beappreciated that dynamic content selection platform 104 can be employedby a variety of content providers and systems to determine or infercontent for provision to a user (e.g., advertisements, recommendedcontent) that is relevant to the user's context and mental state at thetime of rendering of the content.

In accordance with an embodiment, dynamic content selection platform 104can include reception component 106, state component 108, contextcomponent 110 and selection component 112. Reception component 106 isconfigured to receive and/or extract information in association with auser's current session with content provider 102 that can be employed todetermine or infer attributes of the user's current mental state andcontext. For example, when a user conducts a session with a streamingmedia provider that includes navigating and consuming media contentprovided by the streaming media provider, reception component 106 canreceive or extract information about the user's current session thatrelates to the user's state of mind and context. Based on thisinformation, state component 108 is configured to determine a state ofthe user and context component 110 is configured to determine a contextof the user and/or the current session. Selection component 112 can thendetermine or infer advertisements, video trailers, channel trailers,and/or other media that the user is likely to be most receptive toduring the current session based on the user's state and context.

For example, reception component 106 can receive information regardingthe manner in which the user navigates the media provider's content(e.g., searching via key word search, searching within a specific mediacategory or channel, browsing, following recommendations, etc.,), thespecific content accessed and viewed by the user, and the manner inwhich the user interacts with the content selected by the user forviewing or pushed upon the user (e.g., watching or dismissing a video,controlling the playing of the video, commenting about the video, likingor disliking the video, sharing the video, having the video visible,having the volume of the video audible, interaction with the interfacevia which the video is included as based on cursor movement or touchscreen interaction, etc.). Reception component 106 can also receiveinformation regarding the watch history of the user during the currentsession, including durations of media items selected for watching orlistening to by the user and respective amounts of the media itemsactually watched or listened to by the user.

In an aspect, information regarding a user's navigation of a mediaprovider, content accessed and viewed/watched, and the manner in whichthe user interacts with the content can be extracted in real-time as itis generated at the media provider during the user's session. In anotheraspect, signals regarding user interaction and engagement with the mediaprovider during a current session can be collected at client device 122via a signal collection component 126 and provided to receptioncomponent 106 during the course of the user's session (e.g., inreal-time, in substantially real-time, or periodically). For example,signal collection component 126 can receive signals regarding cursormovement, interaction by the user with a graphical user interface viawhich the media provider's content is accessed, interaction and controlof a media player via which video and/or audio content provided by themedia provider is played, visibility of media played during a currentsession at the client device 122 (e.g., whether the media player isminimized/maximized, whether the media player is behind another tab orwindow, etc.), and volume of media played during the current session. Insome aspects, reception component 106 can also receive informationregarding a user's facial expressions, posture, and words or soundsprovided by the user during the current session. For example, receptioncomponent 106 can receive information indicating when a user is smiling,laughing, crying, etc. According to this aspect, signal collectioncomponent 126 can receive signals from a camera facing the user and amicrophone provided at client device 122 and/or an auxiliary inputdevice 132, and relay these signals to reception component 106.

In another example, reception component 106 can receive informationregarding a mechanism via which the current session was initiated (e.g.,in response to a general request by the user to open the network basedplatform of the streaming media provider, or in response to selection ofa link to media content, provided by the streaming media provider, at anexternal source 128 or received by the user in an electronic message).According to this example, reception component 106 can receiveinformation identifying the specific media item represented by aselected link, the referral source at which the link was located (e.g.,an external source 128), and information about the referral source. Thisinformation can be provided by the referring source, the client device122 and/or identified by reception component 106 via metadata associatedwith the selected link and/or the referral source. For example,reception component 106 can receive information about the content of awebsite or webpage at which the link was located. This information canprovide insight into what mood the user was in at the time of selectionof the link. For instance, where the selected link corresponded to avideo providing information about coping with a terminal illness and thelink was located at a webpage providing medical information about theterminal illness, it can be inferred that the user's mental state is oneof concern, sadness, despair, curiosity, etc. In another example, wherethe user selected a link to a music video for a love song from a messageprovided by her boyfriend, it can be assumed that the user is in a stateof happiness, joy and feeling loved.

Reception component 106 can also receive information related to theuser's environment during a current session (e.g., including location,other people and things at the location, activities or events occurringat the location, etc.), what the user is doing in the environment inassociation with the current session, time of day of the currentsession, the type of device the user is employing to conduct the currentsession (e.g., mobile, stationary, tablet, phone, desktop, etc.). In anaspect, client device 122 (and other clients 130 as well) can determineits location (e.g., via a global positioning system method,triangulation, or any other suitable locating technique) and providethis location information to reception component 106 over the course ofthe current session. In another aspect, an external source (e.g., acellular carrier system) can provide client location information toreception component 106. Based on received location information forclient device 122 (and other clients 130), reception component 106 canlook up information about the location (e.g., places and thingsassociated with the location, events associated with the location, otherclients 130/users at the location, weather at the location, traffic atthe location etc.). In other aspects, information regarding a user'senvironment can be captured and provided to reception component 106 viaa camera and/or microphone located at client device 122 and/or anauxiliary input device 132.

In an aspect, information regarding what a user is doing in associationwith a current session can be received by reception component 106 from auser's schedule (e.g., provided on client device 122 or at an externalsource 128). In another aspect, information regarding a user's movementand motion can be captured by various motion sensors employed by theuser (e.g., worn by the user) and/or provided at client device (e.g., anaccelerometer, gyroscope). This motion/movement information canfacilitate determining (e.g., by reception component, dynamic contentselection platform 104 and/or another system), what the user is doing(e.g., walking, running, sitting, driving a car, etc.) and where theuser is going. In other aspects, dynamic content selection platform 104and/or another system can learn user patterns and behaviors over timebased on where the user goes, what the user does, who the user is with,the user's schedule, etc. to determine or infer what the user is doingat a particular point in time in association with a current session.

Similarly, reception component 106 can also receive information relatedto what the user was doing before initiation of a current session (e.g.,where the user was, an activity the user was performing, etc.), anamount of time the user has for conducting the current session (e.g.,the user has a one hour lunch break during after which the user mustreturn to work and end the current session), and what the user is likelyto do or scheduled to do after the current session (e.g., return towork, go to bed, attend an event, etc.), based on the user's scheduleand/or learned user behaviors/patterns.

In addition to user movement, reception component 106 can receiveinformation about a user's physiological state. For example, receptioncomponent 106 can receive information about a user's heart rate, bloodpressure, blood sugar, blood oxygenation level, cortisol level, bloodalcohol level, or information regarding pupil dilation. In an aspect,physiological information about a user can be captured via variousbiometric/motion sensing devices employed by the user (e.g., worn by theuser and/or provided at client device 122).

Reception component 106 can also receive information about other usersactivity with content provider 102 during a user's current session withthe content provider, wherein the other users have some connection withthe user (e.g., a social connection, a shared preference, a shareddemographic feature, etc.). For example, media content that is beingwatched, liked, shared, etc., by a user's friends at a streaming mediaprovider while the user is conducting a current session with thestreaming media provider can influence what content the user may also beinterested in during the user's current session. According to thisexample, when a bunch of the user's friends are conducting sessions withthe streaming media provider at the same time as the user and watching aparticular live sports video, it can be assumed that the user wouldlikely be interested in watching the sports video as well. Accordinglythe live sports video can be recommended to the user during the user'scurrent session.

State component 108 is configured to determine or infer state of mindattributes associated with a user's current state of mind during asession with a content provider 102 (e.g., a streaming media provider)based on information received by reception component 106. A user's stateof mind can include aspects related to what the user is thinking and/orfeeling during a current session. For example, state of mind attributescan correspond to aspects of a user's mood or attitude during a currentsession. A person's mood is a conscious and temporary state of mind orpredominant emotion. For instance, possible values/attributes of auser's mood can include happy, inspired, indignant, optimistic,pessimistic, excited, say, depressed, etc. In another example, a user'smood can also reflect whether the user is feeling rushed or not, whetherthe user is exhibiting patience, whether the user anxious, or whetherthe user is passive. Mood is a generalized, internal state of feeling.It is closely related to the concepts of affect and emotion. Emotionsare intense feelings that are directed at specific objects orsituations, while mood is a state of feeling that is less intense thanemotions and more generalized. For example, when a person is mad(emotion), they are usually mad at specific things; however, when aperson is in an anxious mood, they may be anxious throughout the day nomatter what the circumstances.

A user's state of mind can also reflect a user's conscious orsubconscious intention for performing or conducting a session with astreaming media provider. For example, a user's mood can indicatewhether the user wants to be entertained, whether the user is in aneducational frame of mind, or whether the user is in a work frame ofmind. In another aspect, a user's state of mind can include a level ofengagement a user has with a particular content item such as a video orsong (e.g., whether the user is actively attentive towards the contentitem or passively engaged with the content item).

In an aspect, state component 108 can determine state attributesrepresentative of a user's current state of mind during a session with acontent provider 102 based on how the user navigates about contentprovided by the content provider 102. For example, state component 108can determine attributes about a user's state of mind based on how theuser navigates about a media provider's website (e.g., what categoriesthe user's selects, how the user moves from one interface to another,how the user influence what media items are presented on a particularinterface, whether the user is searching or browsing, etc.). Statecomponent 108 can also determine state attributes based on media items,provided by the media provider, that are played for watching by the userduring the current session (e.g., either in response to selection by theuser or automatically played/pushed to the user), and a manner via whichthe user interacts with or reacts to the played media items.

For instance, if a user is accessing funny videos about puppies, theuser is likely in a happy mood. In addition, if the user is liking,sharing, and providing positive comments about the funny videos, it canbe discerned that the content brings the user joy and entertainment.Accordingly, state attributes for the user could include ‘happy,’‘joyful,’ ‘entertainment mode,’ ‘humorous content,’ and ‘light hearted.’In another example, if a user is selecting or searching for musicplaylists with classical music, state component 108 can determine theuser is in a relaxed mood. In another aspect, based on the type of mediacontent a user selects for watching/listening to, state component 108can determine whether the user is looking to be entertained and how orwhether the user is looking for informational/instructional content. Forinstance, when a user is selecting videos that are short movies of athriller genre, state component 108 can determine the user is looking tobe entertained with media content that has a thriller theme. Accordingstate attributes for the user could include ‘entertainment mode,’‘movie,’ and ‘thriller.’ In another example, if a user is selectingexercise videos, state component 108 can determine that the user is in amindset of working out.

In an aspect, respective media items provided by a media provider atwhich a user conducts a current session can be associated with one ormore different mood or state of mind attribute values. In an aspect,these mood or state of mind attributes can be associated with therespective media items as metadata associated with the respective mediaitems. In another aspect, these mood or state attributes can beassociated with the respective media items on a database correlating therespective media items to mood/state of mind attributes. For example, afunny video about puppies can be associated with mood values ofcorresponding to happy, joyful, sappy, sensitive, and humorous. Inanother example, workout videos can be associated with moods reflectiveof exercise, motivation, health and energy. In another example,classical music based content can be associated with relaxation moodvalues. In yet another example, attributes of media items provided bythe media provider (e.g. videos, channels, playlists, songs, etc.)related to a type of the media item (e.g., movie, sitcom, advertisement,music video), and a genre of the media item (e.g., comedy, drama,romance, thriller, reality, instructional, informational, etc.) can beassociated with respective mood values. According to this aspect, statecomponent 108 can analyze the various state or mood values associatedwith media items viewed (e.g., watched and/or listened to) by a userover the course of a current session to determine or infer one or morecumulative state attributes of the user's mood.

In addition, information regarding a level of user interaction andengagement with the respective media items can further facilitatedetermining a user's mood. For example, where a user engages with andinteracts more with media items having mood values of a, b, and c andless with media items having mood values x, y and z, state component 108can place a greater weight on mood values a, b and c when determiningthe user's mood attributes.

In another aspect, state component 108 can determine or infer a user'smood based on the manner in which a user navigates content provided by amedia provider during the user's session with the media provider. Forexample, based on the user's navigational mechanisms, state component108 can whether the user is in a state of haste or whether the user isnot in a state of haste. According to this example, state component 108can determine or infer that a user is in a state of haste or not basedon how quickly and frequently a user selects new media items for viewingand the durations of the media items selected for viewing beingrelatively short or long (e.g., with respect to a threshold duration) aswell as the amounts of the durations watched/listened to by the user(e.g., watching more than X % of a video can indicate the user is not ina state of haste while watching less than X % of a video can indicatethe user is in a state of haste).

In another example, based on the user's navigational mechanisms, statecomponent 108 can determining whether the user is in a leisurely mindsetor has is focused on a specific agenda or task. According to thisexample, when a user's navigation mechanisms indicate the user isbrowsing the various media content provided by a media provider (e.g.,via selecting recommended media items or items associated with differentmedia item categories), state component 108 can consider the user in aleisurely mindset. On the other hand, when a user is performing aspecific keywords search and looking for videos of a particular subjectmatter or title, the user can be considered to be in focused andstructured mindset. Accordingly, based on a user's navigationalmechanisms, state component 108 can determine or infer state attributesto associated with a user during a current session that include ‘stateof haste or hurry,’ ‘browsing mindset,’ ‘focused searching mindset,’‘structure searching mindset,’ and similar attributes.

In another aspect, state component 108 can determine or infer attributesassociated with a user's state of mind based on the manner via which auser interacts with or reacts to the media items played during theuser's current session. For example, if a user stops playing a certainmedia item or disengages from the media item as it plays, statecomponent 108 can determine that mood values associated with the mediaitem do not reflect the user's current mood. Similarly, where a userengages with a particular media item during a current session, sharesthe media item, comments on the item etc., state component 108 candetermine or infer that mood values associated with the media item aremore reflective of the user's current mood. Thus in an aspect, statecomponent 108 can weight mood values associated with media itemsaccessed/watched/listened to by a user based on the manner and level ofengagement the user has with the respective media items.

In another aspect, state component 108 can determine or infer attributescorresponding to a user's current state of mind based on a user'sphysical reaction to a particular media item during a current session(e.g., laughing, crying, smiling, dancing, leaning in to watch intently,expression of excitement, acceleration of heart rate, etc.), andcomments provided by the user about the media item (“I love this song,”“this was so scary,” “this video made be bawl,” etc). According to thisaspect, the user's physical reaction alone can provide an indication ofthe user's current emotional state (e.g., crying=sad). However, theuser's physical reaction to a media item associated with various moodvalues/attributes (e.g., a music video for a love song about a passedsignificant other) can provide even greater insight into the user'sframe of mind. In particular, state component 108 can not only determinethat a user is sad but why the user is sad. The state component 108 canthen determine other attributes associated with the user's mood based ona determination as to what type of content characteristics arouse theuser's sadness. For instance, a sad music video for a love song about apassed significant other can be associated with feelings of loneliness,longing, and sorrow.

Signals regarding a user's physical state (e.g., received from variousbiometric/motion sensing devices employed by the user) can also beemployed by state component 108 to determine or infer attributes relatedto a user's mental state. For example, information regarding a user'sheart rate levels received as the user is presented different types ofcontent during a current session can provide information regardingwhether the user finds the content type exciting or boring. In anotherexample, when it can be discerned that the user is stressed during acurrent session (e.g., based on cortisol levels), content associatedwith alleviating the user's stress can be identified for presenting tothe user during the current session.

In another aspect, a user's state of mind can include a level ofengagement of a user during a current session with a media providerand/or particular content played during the session. For instance, statecomponent 108 can determine or infer state attributes that indicatewhether the user is actively engaged, passively engaged or disengaged.In an aspect, state component 108 can discern a user's level ofengagement during a current session based on explicit engagement signals(e.g., like/dislike, comment, subscribe, seek, etc.) and implicitengagement signals (e.g., continued playback, mouse/keyboard movement,device movement, touchscreen activity, etc.) received by receptioncomponent 106. In an aspect, state component 108 can determine a user'slevel of engagement during a current session based on visibility of theplayed media items via an interface presented to the user during thecurrent session and volume of the played media items. For example, whena user has video content playing with the volume turned off or low,state component 108 can determine that the user is passively engaged ina ‘watching no volume mode.’ In another example, when a user has a videocontent playing with the volume turned up yet the video player minimizedor provided behind another open window or tab, state component 108 candetermine that the user is passively engaged in a ‘listening only mode.’However where both the video player is not visible and the volume isturned off or down, state component 108 can determine that the user isdisengaged.

Further, state component 108 can employ information regarding a user'smovement/motion to determine or infer a user's state of mind. Forexample, if a user is moving or headed somewhere, state component 108can determine that the user is in a state of ‘haste’ or ‘on the go.’Similarly, if the user is stationary, state component 108 can determinethat the user is relaxed and has time on his hands.

Context component 110 is configured to determine context characteristicsrelated to the context of a current session between a user and contentprovider 102. Context refers to the circumstances that form the settingfor an event, statement, or idea, and in terms of which it can be fullyunderstood and assessed. With respect to a current session between acontent provider, (such as a streaming media provider) and a user,context can include the circumstances that form the setting of thecurrent session. In an exemplary embodiment, context component 110 isconfigured to determine context characteristics associated with acurrent session between a user and a media provider based on informationreceived by reception component 106. In an aspect, these contextcharacteristics can include but are not limited to: where the user islocated or going during the current session (e.g., as determined bycontext component 110 based on received or determined locationinformation for client device 122 during the current session and/orreceived user movement/motion information), when (e.g., time of day) thecurrent session is occurring, and who the user is with (e.g., alone,with a group other users, with a friend etc.) during the current session(e.g., as determined by context component 110 based on received locationinformation for other clients 130 when authorized by the other clientsand/or based on video/image and/or audio information capture of theuser's environment). In addition, based on a user's location, contentcomponent 110 can further employ various external sources to look upcurrent context characteristics about the location (e.g., persons,places, things, events, weather, traffic, etc. associated with thelocation). For example, context component 110 can determine that a useris located at a restaurant at a time when the restaurant that isthrowing special event for alumni of a local college.

In another aspect, context component 110 can determine or infer contentcharacteristics that relate to what a user is doing aside from or inassociation with a current session with a content provider (e.g.,walking, exercising, riding a train/bus, working, conducting a workmeeting, attending a class, cleaning the house, waiting at the doctor'soffice, laying at the beach, attending a party with friends, etc.).Context component can also determine characteristics regarding what theuser was doing before and/or will do after the current session. Forexample, context component 110 can determine or infer an activityperformed by the user preceding initiation of the current session, aduration of time the user has available for the current session, or anactivity for performance by the user at a known point in time afterinitiation of the current session. Context component 110 can determinethese content characteristics related two what a user is doing, wasdoing and will do in the near future based on analysis of a variousreceived signals related to where the user is located, time of day, whothe user is with, what device the user is on, and movement data for theuser in view of the user's schedule and/or learned behavior for theuser. For example, based on information indicating the user is locatedat her home around 6 am on a weekday morning, information indicating theuser is moving about the house, information indicating the user isconducting a current media session on her Internet enabled television,and the user's work schedule, context component 110 can determine thatthe user is getting ready to go to work and will be leaving the house atabout 7 am.

Context component 110 can also determine content characteristics relatedto a user's purpose for a current session. For example, contextcomponent 110 can determine whether a current session with a mediaprovider is for an entertainment purpose, an educational purpose, or awork related purpose. In an aspect, context component 110 can determineor infer a purpose of a current session with a media provider based onthe media items provided by the media system that are played forwatching by the user during the current session, and the manner viawhich the user interacts with or reacts to the played media items. Forexample, context component 110 can determine whether a user isperforming the current session to get information about a specificsubject, to find a playlist for a party, to watch videos about aparticular subject, to get the recent local news, to find a movie towatch, to browse for something entertaining to watch, to get instructionfor performing a task, to find a yoga instruction video, etc.

In an aspect, context component 110 can determine a purpose for acurrent session with a media provider based on how the current sessionwas initiated. For example, the purpose of a session could initiallyinclude a user's desire to view a media item represented by a selectedlink at another source. According to this example, context component candetermine 110 whether the user was directed to the media system from areferral source, a media item provided by the media provider representedby a link selected by the user at the referral source, and/orinformation about the referral source.

Further, context component 110 can determine or infer informationrelated to sessions of other users, related to the user (e.g., friendsof the user, users sharing similar preferences or demographics of theuser, etc.), with the content provider that are being conducted duringthe current session of the user. For example, context informationregarding content the user's friends are accessing and sharing while theuser is also accessing the content provider can influence what the usermay find interesting during the user's current session, such as whatvideos and channels the user's friends are watching during the user'scurrent session with a media provider.

In various aspects, state component 108 can determine or infer variousattributes about a user's state of mind based on characteristics of auser's context as determined by context component 110. In particular, auser's context can greatly influence the user's state of mind. Forexample, a user's mood can vary depending on the time of day, the user'senvironment (e.g., where the user is located and current aspectsassociated with the location at the time of day and day of week,including other persons, things and events or activities), what the useris doing in association with the current session (e.g., driving,relaxing, at a party, etc.), what the user just did before the sessionand/or has to do after the session (e.g., came from school, going to adoctor's appointment, etc.), what device the user is employing, or howthe user initiated the session (e.g., in response to selection of a linkto a specific video, to conduct a search, or to browse). For example, auser's mood will generally vary greatly if the user is at a funeral or awedding, at home or work, with a friend or alone, etc. Accordingly, invarious aspects, state component 110 can analyze characteristics about auser's context to facilitate determining or inferring a user's currentstate of mind (e.g., mood, attitude, emotional state, energy level,etc.). For example, state component 108 can employ various rule basedclassification schemes and/or machine learning techniques that relatedifferent context attributes associated with a user's current contextparticular to state of mind attributes (e.g., mood values).

Selection component 112 is configured to select a content item forprovision to a user during the user's current session with a contentprovider 102 based on the various state attributes and contextcharacteristics determined or inferred by state component 108 andcontext component 110, respectively, during the user's current session.In an exemplary embodiment, where content provider 102 is a streamingmedia provider, selection component 112 is configured to select a mediaitem based on the user's state attributes and context characteristic.For example, the media item can include a media advertisement or videotrailer for another media item or channel provided by the mediaprovider. According to this example, the media advertisement or videotrailer can be provided to the user (e.g., as an in-streamadvertisement/trailer, as a banner advertisement, as an in-videoadvertisement, etc.) to the user in association with other media contentaccessed by the user during the current session. In another example, themedia item can include another media item provided by the mediaprovider. According to this example, the media item can be provided tothe user in a recommendation section or list of media items recommendedto the user during the user's current session.

In an aspect, selection component 112 can employ a media index 118 thatassociates a plurality of media items and media advertisements, providedby the media provider, with state attributes and context attributes. Thestate and context attributes associated with a particular media item canbe selected based on a particular user a state of mind and user contextunder which the media item is considered to be well received. Forexample, a video advertisement for a fast food breakfast restaurantcould be associated with state attributes such as ‘hungry,’ ‘state ofhaste,’ ‘tired,’ or ‘on the go.’ Context attributes associated with theadvertisement could include ‘morning,’ ‘driving,’ and ‘location N’(wherein location N can vary and include different locations where thefast food breakfast restaurant is located). In another example, mediaitems in media index 118 can be associated with various mood attributesindicative of modes the media items evoke or compliment, such as moodattributes indicating whether the media item is suited for users in anentertainment related or a work related mode. In another example, mediaitems that are relatively short in length (based on a threshold length)can be associated with attributes that indicate they are suited forusers who are in a state of haste/hurry or in distracted/passive statewhile media items that are longer in duration can be associated withattributes that indicate they are suited for users who are in leisurely,calm, time on their hands, attentive, etc., kind of state. In yetanother example, a media advertisement can be associated with attributesthat indicate whether it has audible branding or not (wherein a mediaadvertisement without audible branding will be ineffective for a userwho is passively engaged with a media content session based on failureto have a media player or interface visible to the user). Similarly, amedia advertisement can be associated with an attribute indicating ithas no or low visible branding (wherein the media advertisement will beineffective when the user is passively engaged do to no or low volume).

According to this aspect, selection component 112 can match or relateuser state attributes and user context characteristics with stateattributes and context characteristics associated with different mediaitems provided in media index 118 to identify one or more media itemsthat match or relate the user's current state of mind and context. Forexample, when a user is relaxing in the evening at home and selectingand watching relatively short videos with funny and light heartedcontent, selection component 112 can select a media item for provisionto the user that is also relatively short and has an entertaining, funnyand light hearted nature.

In an aspect, a determination that a media item matches a user's currentstate and context can be based on a correspondence threshold (e.g., apercentage match threshold) between the user's current state and contextattributes and the state and context attributes associated with themedia item. The degree of contribution of certain state attributes andcontext characteristics to a match determination can also vary. Forexample, a location based context characteristic can provide a greaterinfluence on a match determination over a context characteristic relatedto why a user's current session was initiated. In another aspect,selection component 112 can be configured to select media items that donot necessarily share the same state/context attributes as a user, butwhich are associated with state/context attributes that compliment thoseof the user. For example, where a user is in a sad and depressed mood inassociation with a cold winter weather, rather that identifying a mediaadvertisement that is reflective of sad, depressed and cold winterweather attributes, selection component can identify a mediaadvertisement that is associated with attributes designed to lift theuser's spirits. For example, a suitable advertisement could include onefor a warm weather vacation.

In other aspects, selection component 112 can employ various rule basedclassification schemes or machine based learning techniques tofacilitate selecting a media item that a user will likely be receptiveto and engage with during the user's current session with a mediaprovider based on the user's current state of mind and context. Infurtherance to the above example, selection component 112 can infer thatalthough a user's state and context characteristics indicate the user isa relatively good match for the fast food breakfast restaurantadvertisement, based on a single context characteristic that indicatesthe user has X amount of time before she has to be at work, the userwill not be able to stop at the fast food breakfast restaurant on theway to work. Accordingly, selection component 112 can determine thatprovision of the fast food breakfast restaurant advertisement to theuser during the user's current session would not cause the user to acton the advertisement, and thus select a different media advertisementfor provision to the user.

Referring now to FIG. 2 presented is another example system 200 foridentifying and rendering content relevant to a user's current mentalstate and context in accordance with various aspects and embodimentsdescribed herein. System 200 includes same or similar features andfunctionalities as system 100 with the additions of scoring component202 and rendering component 204 to dynamic content selection platform104. Repetitive description of like elements employed in respectiveembodiments of systems described herein is omitted for sake of brevity.

Scoring component 202 is configured to score and rank content items(e.g., media items) provided by content provider 102 (e.g., a streamingmedia provider based on relevance or suitability to a user inassociation with a current session between the user and the contentprovider 102, wherein the determination of relevance or suitability isbased at least in part on the user's current state of mind and context.For example, scoring component 202 can score media advertisementsprovided by a media provider based on relevance and suitability of themedia advertisements for a user during the user's current session withthe media provider based on the user's current state of mind andcontext. In an aspect, scoring component 202 can analyze a plurality ofmedia advertisements based on correspondence and fixed relationshipsbetween the user's current user state and context attributes and stateand context attributes respectively associated with the mediaadvertisements to determine a score for the respective mediaadvertisements representative of relevance and suitability of therespective media advertisements to the user. According to this example,relevance and suitability can reflect a probability that the user willview the advertisement and/or the advertisement will have an impressionupon the user. Selection component 112 can then select the mediaadvertisement having the highest score (and/or a subset of the mediaadvertisement having the highest scores) for provision to the userduring the user's current media session.

For example, scoring component 202 can evaluate each pairing between auser and a potential media advertisement by putting the advertisementstate and context attributes and the user's current state and contextattributes into a 1×N boolean feature vector:F=<f ₁ ,f ₂ , . . . ,f _(N)>wherein each attribute or feature (e.g., user is active, user is A, useris B . . . , advertisement is X, advertisement is Y, . . . , user hasmood X, advertisement has mood Y, etc.) is assigned a fixed position.Then scoring component 202 can score a particular advertisement/userpairing by taking the dot product with a weight vector WF·W=Swhere S is the score. The weight vector W can be designed to account fora probability that the media advertisement will be viewed past abillable point and/or a probability that the media advertisement willhave a lasting impression upon the user. In an aspect, W can begenerated using historical data using a machine learning algorithm.

In addition, as attributes for a user's current state of mind andcontext change over the course of a user's session with a mediaprovider, scoring component 202 can re-score the respective mediaadvertisements based on the new user attribute values. Accordingly, overthe course of the user's session, selection component 112 candynamically select the most relevant and suitable media advertisementfor provision to the user at a current point in the user's session basedon the user's current mental state and context at that point.

In another example, scoring component 202 can score and rank trailersfor channels provided by a media provider or trailers for other videosprovided by the media provider based on relevance and suitability for auser during the user's current session with the media provider in viewof the user's current state of mind and context. According to thisexample, relevance and suitability can reflect a probability that theuser will view the trailer and choose to select the channel or videorepresented by the trailer for watching, subscribing to, or otherwiseshowing an affinity for. In an aspect, selection component 112 can thenselect the trailer having the highest score (and/or a subset of themedia advertisement having the highest scores) for provision to the userduring the user's current media session. It is to be appreciated thatrespective scores associated with trailers can change over the course ofa user's media session based on changes to the user's mood or context.Accordingly, at any given time in a user's media session, selectioncomponent 112 can select the trailer having the highest score at thattime.

In yet another example, scoring component 202 can score other mediaitems (e.g., videos, channels or playlists) provided by a media providerbased on relevance and suitability for a user during the user's currentsession with the media provider based on the user's current state ofmind and context. According to this example, relevance and suitabilitycan reflect a probability that the user will view/play the media item orsubscribe to the media item. Selection component 112 can then select asubset of media items having the highest scores for provision to theuser in a recommendation section/list during the user's current mediasession.

Rendering component 204 is configured to effectuate the rendering of acontent item (e.g., a media item) identified be selection component 112to the user during the user's current session. For example, when thesession includes a session with a streaming media provider, renderingcomponent 204 can direct the streaming media provider to stream aselected video advertisement or trailer (e.g., an in-stream videoadvertisement) to the user in association with another media itemaccessed by the user. In another example, rendering component 204 candirect the streaming media provider to include a subset of media itemsidentified by selection component 112 in a recommendation menu or listincluded in a portion of a user interface employed by the streamingmedia provider.

FIG. 3 presents another example system 300 for identifying and renderingcontent relevant to a user's current mental state and context inaccordance with various aspects and embodiments described herein. System300 includes same or similar features and functionalities as system 200with the addition of inference component 302 to dynamic contentselection platform 104. Repetitive description of like elements employedin respective embodiments of systems described herein is omitted forsake of brevity.

Inference component 302 is configured to provide for or aid in variousinferences or determinations associated with aspects of dynamic contentselection platform 104. For example, inference component 302 can aidstate component 108 and context component 110 with inferring attributesabout a user's current state of mind and context based on the variousinformation received by reception component 106 discussed herein. Inaddition, inference component 302 can aid selection component 112 withidentifying a content item (e.g., a media item) that is likely to bewell received by a user during the user's current session based on theuser's current state of mind and context. Similarly, inference component302 can facilitate scoring component 202 with inferring scores ofsuitability and relevance for content items based on a user's currentstate of mind and context and state and context attributes respectivelyassociated with the content items.

In order to provide for or aid in the numerous inferences describedherein, inference component 302 can examine the entirety or a subset ofthe data to which it is granted access and can provide for reasoningabout or infer states of the system, environment, etc. from a set ofobservations as captured via events and/or data. An inference can beemployed to identify a specific context or action, or can generate aprobability distribution over states, for example. The inference can beprobabilistic—that is, the computation of a probability distributionover states of interest based on a consideration of data and events. Aninference can also refer to techniques employed for composinghigher-level events from a set of events and/or data.

Such an inference can result in the construction of new events oractions from a set of observed events and/or stored event data, whetheror not the events are correlated in close temporal proximity, andwhether the events and data come from one or several event and datasources. Various classification (explicitly and/or implicitly trained)schemes and/or systems (e.g., support vector machines, neural networks,expert systems, Bayesian belief networks, fuzzy logic, data fusionengines, etc.) can be employed in connection with performing automaticand/or inferred action in connection with the claimed subject matter.

A classifier can map an input attribute vector, x=(x1, x2, x3, x4, xn),to a confidence that the input belongs to a class, such as byf(x)=confidence(class). Such classification can employ a probabilisticand/or statistical-based analysis (e.g., factoring into the analysisutilities and costs) to prognose or infer an action that a user desiresto be automatically performed. A support vector machine (SVM) is anexample of a classifier that can be employed. The SVM operates byfinding a hyper-surface in the space of possible inputs, where thehyper-surface attempts to split the triggering criteria from thenon-triggering events. Intuitively, this makes the classificationcorrect for testing data that is near, but not identical to trainingdata. Other directed and undirected model classification approachesinclude, e.g., naïve Bayes, Bayesian networks, decision trees, neuralnetworks, fuzzy logic models, and probabilistic classification modelsproviding different patterns of independence can be employed.Classification as used herein also is inclusive of statisticalregression that is utilized to develop models of priority.

FIG. 4 presents another example system 400 for identifying and renderingcontent relevant to a user's current mental state and context inaccordance with various aspects and embodiments described herein. System400 includes same or similar features and functionalities as system 300with the additions of trailer component 402 and recommendation component404 to dynamic content selection platform 104. Repetitive description oflike elements employed in respective embodiments of systems describedherein is omitted for sake of brevity.

As previously discussed, selection component 112 is configured to selecta content item for provision to a user during the user's current sessionwith a content provider 102 based on the user's current state of mindand context. The type of the content item selected can vary depending onthe content provider 102. In an aspect, where content provider 102 is astreaming media provider, the content item can include a trailer foranother media item provided by the streaming media provider. In videoand film terminology a trailer is a series of short edited clips ofselected scenes of a video that are put together into one montage.Trailers are often used as a way to advertise a video or film. Trailerfor channels provided by the streaming media provider can include videocontent associated with the channel configured to provide a videoadvertisement for the channel.

Trailer component 402 is specifically configured to identify videoand/or channel trailers for videos and channels provided by a mediaprovider based on a user's current state of mind and/or context during acurrent session with the media provider. In an aspect, a traileridentified by trailer component 402 can be streamed to a user during theuser's current session as an in-stream video in association with anothervideo selected for watching by the user. In another aspect, a traileridentified by trailer component 402 can be streamed to a user during theuser's current session when the user is not playing another video (e.g.,while the user is searching or browsing for media items provided by themedia provider.

Recommendation component 404 is configured to generate a list ofrecommended media items, provided by a streaming media provider, forsuggesting or recommending to a user during a user's current sessionwith a streaming media provider based on the user's current state ofmind and/or context. For example, recommendation component 404 canidentify videos, channels, and/or playlists that include media contentthat is reflective of or complementary to a user's current mood andcontext.

FIG. 5 presents another example system 500 for identifying and renderingcontent relevant to a user's current mental state and context inaccordance with various aspects and embodiments described herein. System500 includes same or similar features and functionalities as system 400with the additions of advertisement component 502 and advertisementcharging component 504 to dynamic content selection platform 104.Repetitive description of like elements employed in respectiveembodiments of systems described herein is omitted for sake of brevity.

Advertisement component 502 is configured to facilitate targetedadvertising based on a user's current state of mind and context during asession with a content provider 102. For example, advertisementcomponent 502 can identify video advertisements, banner advertisements,image advertisements, audio advertisements, etc. that are relevant to auser and likely to provide an impression upon the user based on theuser's current state of mind and context as determined or inferred bystate component 108 and context component 110, respectively. As aresult, advertisement component 502 can target users with tailoredadvertisements at the right time, increasing user happiness andadvertiser return on investment.

Advertisement charging component 504 can facilitate dynamically chargingan advertiser for provision of an advertisement based on a degree towhich the advertisement capitalizes on a user's current state of mindand context. For example, in an aspect, scoring component is configuredto dynamically score advertisements based on relevance and suitabilityof the advertisements for a user given various attributes associatedwith the user's state of mind and context, wherein relevance andsuitability can reflect a probability that the user will view theadvertisement and/or the advertisement will have an impression upon theuser. Advertisement charging component 504 can factor in anadvertisements score in association with charging provision of theadvertisement.

In view of the example systems and/or devices described herein, examplemethods that can be implemented in accordance with the disclosed subjectmatter can be further appreciated with reference to flowcharts in FIGS.6-8. For purposes of simplicity of explanation, example methodsdisclosed herein are presented and described as a series of acts;however, it is to be understood and appreciated that the disclosedsubject matter is not limited by the order of acts, as some acts mayoccur in different orders and/or concurrently with other acts from thatshown and described herein. For example, a method disclosed herein couldalternatively be represented as a series of interrelated states orevents, such as in a state diagram. Moreover, interaction diagram(s) mayrepresent methods in accordance with the disclosed subject matter whendisparate entities enact disparate portions of the methods. Furthermore,not all illustrated acts may be required to implement a method inaccordance with the subject specification. It should be furtherappreciated that the methods disclosed throughout the subjectspecification are capable of being stored on an article of manufactureto facilitate transporting and transferring such methods to computersfor execution by a processor or for storage in a memory.

FIG. 6 illustrates a flow chart of an example method 600 for identifyingand rendering content relevant to a user's current mental state andcontext in accordance with various aspects and embodiments describedherein. At 602, user state attributes associated with a user's currentstate of mind during a current session of the user with a streamingmedia provider are determined based on at least one of: navigation ofthe streaming media provider by the user during the current session,media items provided by the streaming media provider that are playedduring the current session, or a manner via which the user interactswith or reacts to the played media items, wherein the state of the userincludes a mood of the user (e.g., via state component 108).

For example, when a user is employing a search mechanism to find andwatch videos related to repair a broken cell phone and the userrepeatedly watches the beginning on the found videos before starting anew one, state component 108 can determine that the user is probablyfrustrated, annoyed, focused on finding a solution to a specific problemas opposed to looking for entertainment content and attentive to thecurrent session. At 604, a media item provided by the streaming mediaprovider is selected based on the user state attributes (e.g., viaselection component 112). For example, selection component 112 canselect a video trailer for a channel provided on by the streaming mediaprovider that includes several short do it yourself repairs fordifferent cell phone types and issues. In another example, selectioncomponent 112 can select a media advertisement for a service thatrepairs broken cell phones. At 604, the selected media item is thenrendered to the user during the current session.

FIG. 7 illustrates a flow chart of another example method 700 foridentifying and rendering content relevant to a user's current mentalstate and context in accordance with various aspects and embodimentsdescribed herein. At 702, mood attributes associated with a user'scurrent mood during a session of the user with a streaming mediaprovider and context attributes associated with a current context of thesession based are determined on at least one of: navigation of thestreaming media provider by the user during the current session, mediaitems provided by the streaming media provider that are played duringthe current session, or an environment of the user (e.g., via statecomponent 108 and context component 110). At 704 selecting a media itemprovided by the streaming media provider based on the mood attributesand the context attributes (e.g., via selection component 112). At 706,the media item is rendered to the user during the current session (e.g.,via rendering component 204).

FIG. 8 illustrates a flow chart of another example method 700 foridentifying and rendering content relevant to a user's current mentalstate and context in accordance with various aspects and embodimentsdescribed herein. At 802, current mood attributes associated with auser's current mood during a session of the user with a streaming mediaprovider and current context attributes associated with a currentcontext of the session are determined based on at least one of:navigation of the streaming media provider by the user during thecurrent session, media items provided by the streaming media providerthat are played during the current session, or an environment of theuser (e.g., via state component 108 and context component 110). At 804,a plurality of media advertisements provided by the streaming mediaprovider are scored based on relevance and suitability for the userduring the user's session, wherein the relevance and suitability isbased on a correspondence between the current mood and current contextattributes, and state and context attributes respectively associatedwith the plurality of media advertisements (e.g., via scoring component202). At 806, one of the plurality of media advertisements associatedwith a score exceeding a threshold score is selected, wherein scoresabove the threshold score indicate a high degree of relevance andsuitability for the user based on the user's current mood and thecurrent context of the session (e.g., via selection component 112). At808, streaming of the media advertisement to the user is effectuatedduring the user's current session (e.g., via rendering component 204).

Example Operating Environments

The systems and processes described below can be embodied withinhardware, such as a single integrated circuit (IC) chip, multiple ICs,an application specific integrated circuit (ASIC), or the like. Further,the order in which some or all of the process blocks appear in eachprocess should not be deemed limiting. Rather, it should be understoodthat some of the process blocks can be executed in a variety of orders,not all of which may be explicitly illustrated in this disclosure.

With reference to FIG. 10, a suitable environment 1000 for implementingvarious aspects of the claimed subject matter includes a computer 1002.The computer 1002 includes a processing unit 1004, a system memory 1006,a codec 1005, and a system bus 1008. The system bus 1008 couples systemcomponents including, but not limited to, the system memory 1006 to theprocessing unit 1004. The processing unit 1004 can be any of variousavailable processors. Dual microprocessors and other multiprocessorarchitectures also can be employed as the processing unit 1004.

The system bus 1008 can be any of several types of bus structure(s)including the memory bus or memory controller, a peripheral bus orexternal bus, and/or a local bus using any variety of available busarchitectures including, but not limited to, Industrial StandardArchitecture (ISA), Micro-Channel Architecture (MSA), Extended ISA(EISA), Intelligent Drive Electronics (IDE), VESA Local Bus (VLB),Peripheral Component Interconnect (PCI), Card Bus, Universal Serial Bus(USB), Advanced Graphics Port (AGP), Personal Computer Memory CardInternational Association bus (PCMCIA), Firewire (IEEE 13104), and SmallComputer Systems Interface (SCSI).

The system memory 1006 includes volatile memory 1010 and non-volatilememory 1012. The basic input/output system (BIOS), containing the basicroutines to transfer information between elements within the computer1002, such as during start-up, is stored in non-volatile memory 1012. Inaddition, according to present innovations, codec 1005 may include atleast one of an encoder or decoder, wherein the at least one of anencoder or decoder may consist of hardware, a combination of hardwareand software, or software. Although, codec 1005 is depicted as aseparate component, codec 1005 may be contained within non-volatilememory 1012. By way of illustration, and not limitation, non-volatilememory 1012 can include read only memory (ROM), programmable ROM (PROM),electrically programmable ROM (EPROM), electrically erasableprogrammable ROM (EEPROM), or flash memory. Volatile memory 1010includes random access memory (RAM), which acts as external cachememory. According to present aspects, the volatile memory may store thewrite operation retry logic (not shown in FIG. 10) and the like. By wayof illustration and not limitation, RAM is available in many forms suchas static RAM (SRAM), dynamic RAM (DRAM), synchronous DRAM (SDRAM),double data rate SDRAM (DDR SDRAM), and enhanced SDRAM (ESDRAM.

Computer 1002 may also include removable/non-removable,volatile/non-volatile computer storage medium. FIG. 10 illustrates, forexample, disk storage 1014. Disk storage 1014 includes, but is notlimited to, devices like a magnetic disk drive, solid state disk (SSD)floppy disk drive, tape drive, Jaz drive, Zip drive, LS-70 drive, flashmemory card, or memory stick. In addition, disk storage 1014 can includestorage medium separately or in combination with other storage mediumincluding, but not limited to, an optical disk drive such as a compactdisk ROM device (CD-ROM), CD recordable drive (CD-R Drive), CDrewritable drive (CD-RW Drive) or a digital versatile disk ROM drive(DVD-ROM). To facilitate connection of the disk storage devices 1014 tothe system bus 1008, a removable or non-removable interface is typicallyused, such as interface 1016.

It is to be appreciated that FIG. 10 describes software that acts as anintermediary between users and the basic computer resources described inthe suitable operating environment 1000. Such software includes anoperating system 1018. Operating system 1018, which can be stored ondisk storage 1014, acts to control and allocate resources of thecomputer system 1002. Applications 1020 take advantage of the managementof resources by operating system 1018 through program modules 1024, andprogram data 1026, such as the boot/shutdown transaction table and thelike, stored either in system memory 1006 or on disk storage 1014. It isto be appreciated that the claimed subject matter can be implementedwith various operating systems or combinations of operating systems.

A user enters commands or information into the computer 1002 throughinput device(s) 1028. Input devices 1028 include, but are not limitedto, a pointing device such as a mouse, trackball, stylus, touch pad,keyboard, microphone, joystick, game pad, satellite dish, scanner, TVtuner card, digital camera, digital video camera, web camera, and thelike. These and other input devices connect to the processing unit 1004through the system bus 1008 via interface port(s) 1030. Interfaceport(s) 1030 include, for example, a serial port, a parallel port, agame port, and a universal serial bus (USB). Output device(s) 1036 usesome of the same type of ports as input device(s). Thus, for example, aUSB port may be used to provide input to computer 1002, and to outputinformation from computer 1002 to an output device 1036. Output adapter1034 is provided to illustrate that there are some output devices 1036like monitors, speakers, and printers, among other output devices 1036,which require special adapters. The output adapters 1034 include, by wayof illustration and not limitation, video and sound cards that provide ameans of connection between the output device 1036 and the system bus1008. It should be noted that other devices and/or systems of devicesprovide both input and output capabilities such as remote computer(s)1038.

Computer 1002 can operate in a networked environment using logicalconnections to one or more remote computers, such as remote computer(s)1038. The remote computer(s) 1038 can be a personal computer, a server,a router, a network PC, a workstation, a microprocessor based appliance,a peer device, a smart phone, a tablet, or other network node, andtypically includes many of the elements described relative to computer1002. For purposes of brevity, only a memory storage device 1040 isillustrated with remote computer(s) 1038. Remote computer(s) 1038 islogically connected to computer 1002 through a network interface 1042and then connected via communication connection(s) 1044. Networkinterface 1042 encompasses wire and/or wireless communication networkssuch as local-area networks (LAN) and wide-area networks (WAN) andcellular networks. LAN technologies include Fiber Distributed DataInterface (FDDI), Copper Distributed Data Interface (CDDI), Ethernet,Token Ring and the like. WAN technologies include, but are not limitedto, point-to-point links, circuit switching networks like IntegratedServices Digital Networks (ISDN) and variations thereon, packetswitching networks, and Digital Subscriber Lines (DSL).

Communication connection(s) 1044 refers to the hardware/softwareemployed to connect the network interface 1042 to the bus 1008. Whilecommunication connection 1044 is shown for illustrative clarity insidecomputer 1002, it can also be external to computer 1002. Thehardware/software necessary for connection to the network interface 1042includes, for exemplary purposes only, internal and externaltechnologies such as, modems including regular telephone grade modems,cable modems and DSL modems, ISDN adapters, and wired and wirelessEthernet cards, hubs, and routers.

Referring now to FIG. 11, there is illustrated a schematic block diagramof a computing environment 1100 in accordance with this disclosure. Thesystem 1100 includes one or more client(s) 1102 (e.g., laptops, smartphones, PDAs, media players, computers, portable electronic devices,tablets, and the like). The client(s) 1102 can be hardware and/orsoftware (e.g., threads, processes, computing devices). The system 1100also includes one or more server(s) 1104. The server(s) 1104 can also behardware or hardware in combination with software (e.g., threads,processes, computing devices). The servers 1104 can house threads toperform transformations by employing aspects of this disclosure, forexample. One possible communication between a client 1102 and a server1104 can be in the form of a data packet transmitted between two or morecomputer processes wherein the data packet may include video data. Thedata packet can include a metadata, e.g., associated contextualinformation, for example. The system 1100 includes a communicationframework 1106 (e.g., a global communication network such as theInternet, or mobile network(s)) that can be employed to facilitatecommunications between the client(s) 1102 and the server(s) 1104.

Communications can be facilitated via a wired (including optical fiber)and/or wireless technology. The client(s) 1102 include or areoperatively connected to one or more client data store(s) 1108 that canbe employed to store information local to the client(s) 1102 (e.g.,associated contextual information). Similarly, the server(s) 1104 areoperatively include or are operatively connected to one or more serverdata store(s) 1110 that can be employed to store information local tothe servers 1104.

In one embodiment, a client 1102 can transfer an encoded file, inaccordance with the disclosed subject matter, to server 1104. Server1104 can store the file, decode the file, or transmit the file toanother client 1102. It is to be appreciated, that a client 1102 canalso transfer uncompressed file to a server 1104 and server 1104 cancompress the file in accordance with the disclosed subject matter.Likewise, server 1104 can encode video information and transmit theinformation via communication framework 1106 to one or more clients1102.

The illustrated aspects of the disclosure may also be practiced indistributed computing environments where certain tasks are performed byremote processing devices that are linked through a communicationsnetwork. In a distributed computing environment, program modules can belocated in both local and remote memory storage devices.

Moreover, it is to be appreciated that various components described inthis description can include electrical circuit(s) that can includecomponents and circuitry elements of suitable value in order toimplement the embodiments of the subject innovation(s). Furthermore, itcan be appreciated that many of the various components can beimplemented on one or more integrated circuit (IC) chips. For example,in one embodiment, a set of components can be implemented in a single ICchip. In other embodiments, one or more of respective components arefabricated or implemented on separate IC chips.

What has been described above includes examples of the embodiments ofthe present invention. It is, of course, not possible to describe everyconceivable combination of components or methodologies for purposes ofdescribing the claimed subject matter, but it is to be appreciated thatmany further combinations and permutations of the subject innovation arepossible. Accordingly, the claimed subject matter is intended to embraceall such alterations, modifications, and variations that fall within thespirit and scope of the appended claims. Moreover, the above descriptionof illustrated embodiments of the subject disclosure, including what isdescribed in the Abstract, is not intended to be exhaustive or to limitthe disclosed embodiments to the precise forms disclosed. While specificembodiments and examples are described in this disclosure forillustrative purposes, various modifications are possible that areconsidered within the scope of such embodiments and examples, as thoseskilled in the relevant art can recognize.

In particular and in regard to the various functions performed by theabove described components, devices, circuits, systems and the like, theterms used to describe such components are intended to correspond,unless otherwise indicated, to any component which performs thespecified function of the described component (e.g., a functionalequivalent), even though not structurally equivalent to the disclosedstructure, which performs the function in the disclosure illustratedexemplary aspects of the claimed subject matter. In this regard, it willalso be recognized that the innovation includes a system as well as acomputer-readable storage medium having computer-executable instructionsfor performing the acts and/or events of the various methods of theclaimed subject matter.

The aforementioned systems/circuits/modules have been described withrespect to interaction between several components/blocks. It can beappreciated that such systems/circuits and components/blocks can includethose components or specified sub-components, some of the specifiedcomponents or sub-components, and/or additional components, andaccording to various permutations and combinations of the foregoing.Sub-components can also be implemented as components communicativelycoupled to other components rather than included within parentcomponents (hierarchical). Additionally, it should be noted that one ormore components may be combined into a single component providingaggregate functionality or divided into several separate sub-components,and any one or more middle layers, such as a management layer, may beprovided to communicatively couple to such sub-components in order toprovide integrated functionality. Any components described in thisdisclosure may also interact with one or more other components notspecifically described in this disclosure but known by those of skill inthe art.

In addition, while a particular feature of the subject innovation mayhave been disclosed with respect to only one of several implementations,such feature may be combined with one or more other features of theother implementations as may be desired and advantageous for any givenor particular application. Furthermore, to the extent that the terms“includes,” “including,” “has,” “contains,” variants thereof, and othersimilar words are used in either the detailed description or the claims,these terms are intended to be inclusive in a manner similar to the term“comprising” as an open transition word without precluding anyadditional or other elements.

As used in this application, the terms “component,” “module,” “system,”or the like are generally intended to refer to a computer-relatedentity, either hardware (e.g., a circuit), a combination of hardware andsoftware, software, or an entity related to an operational machine withone or more specific functionalities. For example, a component may be,but is not limited to being, a process running on a processor (e.g.,digital signal processor), a processor, an object, an executable, athread of execution, a program, and/or a computer. By way ofillustration, both an application running on a controller and thecontroller can be a component. One or more components may reside withina process and/or thread of execution and a component may be localized onone computer and/or distributed between two or more computers. Further,a “device” can come in the form of specially designed hardware;generalized hardware made specialized by the execution of softwarethereon that enables the hardware to perform specific function; softwarestored on a computer readable storage medium; software transmitted on acomputer readable transmission medium; or a combination thereof.

Moreover, the words “example” or “exemplary” are used in this disclosureto mean serving as an example, instance, or illustration. Any aspect ordesign described in this disclosure as “exemplary” is not necessarily tobe construed as preferred or advantageous over other aspects or designs.Rather, use of the words “example” or “exemplary” is intended to presentconcepts in a concrete fashion. As used in this application, the term“or” is intended to mean an inclusive “or” rather than an exclusive“or”. That is, unless specified otherwise, or clear from context, “Xemploys A or B” is intended to mean any of the natural inclusivepermutations. That is, if X employs A; X employs B; or X employs both Aand B, then “X employs A or B” is satisfied under any of the foregoinginstances. In addition, the articles “a” and “an” as used in thisapplication and the appended claims should generally be construed tomean “one or more” unless specified otherwise or clear from context tobe directed to a singular form.

Computing devices typically include a variety of media, which caninclude computer-readable storage media and/or communications media, inwhich these two terms are used in this description differently from oneanother as follows. Computer-readable storage media can be any availablestorage media that can be accessed by the computer, is typically of anon-transitory nature, and can include both volatile and nonvolatilemedia, removable and non-removable media. By way of example, and notlimitation, computer-readable storage media can be implemented inconnection with any method or technology for storage of information suchas computer-readable instructions, program modules, structured data, orunstructured data. Computer-readable storage media can include, but arenot limited to, RAM, ROM, EEPROM, flash memory or other memorytechnology, CD-ROM, digital versatile disk (DVD) or other optical diskstorage, magnetic cassettes, magnetic tape, magnetic disk storage orother magnetic storage devices, or other tangible and/or non-transitorymedia which can be used to store desired information. Computer-readablestorage media can be accessed by one or more local or remote computingdevices, e.g., via access requests, queries or other data retrievalprotocols, for a variety of operations with respect to the informationstored by the medium.

On the other hand, communications media typically embodycomputer-readable instructions, data structures, program modules orother structured or unstructured data in a data signal that can betransitory such as a modulated data signal, e.g., a carrier wave orother transport mechanism, and includes any information delivery ortransport media. The term “modulated data signal” or signals refers to asignal that has one or more of its characteristics set or changed insuch a manner as to encode information in one or more signals. By way ofexample, and not limitation, communication media include wired media,such as a wired network or direct-wired connection, and wireless mediasuch as acoustic, RF, infrared and other wireless media.

In view of the exemplary systems described above, methodologies that maybe implemented in accordance with the described subject matter will bebetter appreciated with reference to the flowcharts of the variousfigures. For simplicity of explanation, the methodologies are depictedand described as a series of acts. However, acts in accordance with thisdisclosure can occur in various orders and/or concurrently, and withother acts not presented and described in this disclosure. Furthermore,not all illustrated acts may be required to implement the methodologiesin accordance with certain aspects of this disclosure. In addition,those skilled in the art will understand and appreciate that themethodologies could alternatively be represented as a series ofinterrelated states via a state diagram or events. Additionally, itshould be appreciated that the methodologies disclosed in thisdisclosure are capable of being stored on an article of manufacture tofacilitate transporting and transferring such methodologies to computingdevices. The term article of manufacture, as used in this disclosure, isintended to encompass a computer program accessible from anycomputer-readable device or storage media.

What is claimed is:
 1. A media system configured to provide streamingmedia content to users via a network, comprising: a memory that storescomputer executable components; a processor that executes at least thefollowing computer executable components stored in the memory: a statecomponent configured to determine a mental state of a user during acurrent session of the user with the media system based on navigation ofthe media system by the user during the current session, media itemsprovided by the media system that are played for watching by the userduring the current session and a manner via which the user interactswith or reacts to the played media items, wherein the mental state ofthe user includes a mood of the user; a selection component configuredto select a media item provided by the media system based on the stateof the user; and a rendering component configured to effectuaterendering of the media item to the user during the current session. 2.The system of claim 1, wherein the mental state of the user furtherincludes whether the user is in a state of haste or whether the user isnot in a state of haste.
 3. The system of claim 1, wherein the mentalstate of the user further includes a degree of engagement with thecurrent session, and wherein the state component is further configuredto determine the mental state of the user based on visibility of theplayed media items via an interface presented to the user and volume ofthe played media items.
 4. The system of claim 1, wherein the statecomponent is further configured to determine the mental state of theuser based on durations of the played media items and amounts of thedurations of the played media items that are watched by the user.
 5. Thesystem of claim 1, wherein the state component is further configured todetermine a physical state of the user and the mental state of the userbased on movement of the user during the current session.
 6. The systemof claim 1, further comprising: a context component configured todetermine a context of the current session based on the navigation ofthe media system by the user during the current session, the media itemsprovided by the media system that are played for watching by the userduring the current session, and the manner via which the user interactswith or reacts to the played media items, wherein the context includes apurpose of the current session, and wherein the selection component isfurther configured to select the media item based on the context of thecurrent session.
 7. The system of claim 6, wherein the purpose caninclude an entertainment purpose, an educational purpose, or a workrelated purpose.
 8. The system of claim 7, wherein the state componentis further configured to determine the mental state of the user based onthe context.
 9. The system of claim 6, wherein the context furtherincludes information regarding how the current session was initiated,and wherein the context component is configured to determine the contextbased on information identifying: whether the user was directed to themedia system from a referral source, a media item provided by the mediaprovider represented by a link selected by the user at the referralsource, or information about the referral source.
 10. The system ofclaim 9, wherein the state component is further configured to determinethe mental state of the user based on the context.
 11. The system ofclaim 6, wherein the context further includes information regarding anenvironment of the user during the current session, and wherein thecontext component is configured to determine the information regardingthe environment of the user based on a location of the user during thecurrent session and a time of day of the current session.
 12. The systemof claim 11, wherein the state component is further configured todetermine the mental state of the user based on the context.
 13. Thesystem of claim 6, wherein the context further includes informationregarding an activity performed by the user preceding initiation of thecurrent session or an activity for performance by the user at a knownpoint in time after initiation of the current session, wherein thecontext component is configured to determine the context based on aschedule of the user or learned behavioral patterns of the user.
 14. Thesystem of claim 6, wherein the context further includes an operatingsystem of a device or type of the device employed by the user to conductthe current session with the media system.
 15. The system of claim 6,wherein the selection component is configured to select a type of themedia item and a duration of the media item based on the user mentalstate and the context of the current session.
 16. The system of claim15, wherein the type of the media item can include an advertisement, atrailer for a video provided by the media system, or a trailer for achannel provided by the media system.
 17. The system of claim 1, whereinthe rendering component is configured to effectuate streaming of themedia item prior to, during, or following streaming of another mediaitem during the current session.
 18. The system of claim 6, wherein thecontext further includes activity of one or more other users, related tothe user, at the media system during the current session of the user,wherein the context component is configured to determine the activity ofthe one or more other users based on a navigation histories of the oneor more other users at the media system during the current session,wherein the one or more other users have a social connection to theuser.
 19. A method comprising: using a processor to execute thefollowing computer executable instructions stored in a memory to performthe following acts: determining user state attributes associated with auser's current state of mind during a current session of the user with astreaming media provider based on navigation of the streaming mediaprovider by the user during the current session, media items provided bythe streaming media provider that are played during the current session,and a manner via which the user interacts with or reacts to the playedmedia items, wherein the state of the user includes a mood of the user;selecting a media item provided by the streaming media provider based onthe user state attributes; and rendering the media item to the userduring the current session.
 20. The method of claim 19, furthercomprising: determining session context attributes associated with acontext of the current session based on how the current session wasinitiated, an environment of the user, and a time of day; and selectingthe media item based on the session context attributes.
 21. The methodof claim 19, further comprising: scoring a plurality of mediaadvertisements provided by the streaming media provider based onrelevance and suitability for the user during the user's currentsession, wherein the relevance and suitability is based on acorrespondence between the user state and session context attributes,and state and context attributes respectively associated with theplurality of media advertisements; selecting one of the plurality ofmedia advertisements associated with a score exceeding a thresholdscore, wherein scores above the threshold score indicate a high degreeof relevance and suitability for the user based on the user's currentstate of mind and the context of the current session; and effectuatingstreaming of the media advertisement to the user during the user'scurrent session.
 22. A non-transitory computer-readable storage mediumcomprising computer-readable instructions that, in response toexecution, cause a computing system to perform operations, comprising:determining mood attributes associated with a user's current mood duringa session of the user with a streaming media provider and determiningcontext attributes associated with a current context of the sessionbased on navigation of the streaming media provider by the user duringthe current session, media items provided by the streaming mediaprovider that are played during the current session, and an environmentof the user; selecting a media item provided by the streaming mediaprovider based on the mood attributes and the context attributes; andrendering the media item to the user during the session.